Auto brand : building successful car brands for the future /: building successful car brands for the future. ([2014])

• Record Type: Book
• Further Information: Note: Anders Parment.
• Authors: Parment, Anders, 1972-
• Contents: The car -- fashion item or out of fashion?. How the car lost its advantage -- emotional and functional rationales -- Changes in societal values and the role of the car -- The emergence of branded society -- Aestheticization -- Aestheticization of marketing channels: an extension of car makers' corporate identity programmes -- Generational differences and the paradox of car image -- Competition, market structure and global challenges. Herd behaviour: car makers apply similar strategies -- Being proactive -- a sign of competitive and sustainable strategies -- Marketing intelligence and driving markets -- Transparency -- Business overlap -- competition gets tougher -- Balancing traditional and emerging countries -- Marketing channels. Dealers will be necessary for the foreseeable future -- Tensions between car makers, their national sales companies and dealers -- Dealer control and channel power balance -- Manufacturer-owned or franchised dealers? -- Solus, dual or multi-franchising? -- Competition from unauthorized actors -- Model range expansion and complexity -- Push and pull: a key indicator of industry health? -- Car buyer behaviour. Buyers being less loyal -- driving forces and effects -- The shifting power balance between companies and buyers -- Car buyer preferences -- Country differences -- Car cultures. The car as a cultural expression -- a global phenomenon -- History of car culture -- The car and other means of transport -- Differences across countries -- Automobile brands. Auto brands are very valuable -- The foundation of strong brands -- Strong and weak auto brands -- Weak brands -- characteristics and implications -- Stuck in the middle -- brands with premium aspirations -- How to deal with weak auto brands -- Brands with a broader purpose give brand extension opportunities -- BMW -- Mercedes-Benz -- The Volkswagen Group -- Porsche -- General Motors -- Volvo -- Jaguar and Range Rover -- Hyundai and Kia -- Ford -- Premium aspiration brands -- a difficult position -- The future of premium brands -- Where has Mondeo Man gone? Premium brands going mass market -- Beyond premium brands? Emerging values and consumer attitudes -- The auto brand portfolio -- Sustainable business models. Sustainability -- an absolute requirement in the future -- Avoid focusing too much on customer satisfaction -- Successful marketing communications -- One-stop shopping -- a competitive advantage in transparent markets? -- Small-scale or large-scale advantages -- Successful dealer business models -- The car industry: a great place to work? -- Translating good ideas into action: a difficult path -- The car in the future. Mobility in the future: sustainable and individual mobility -- The self-driving car -- Alternative fuels -- Future purchase criteria -- the broader picture.
• Publisher Details: London : Kogan Page
• Publication Date: 2014
• Copyright Date: 2014
• Extent: 1 online resource (ix, 254 pages), illustrations
• Subjects: 629.222068/8; BUSINESS & ECONOMICS / Industries / Automobile Industry; Automobiles -- Marketing; Automobile industry and trade; TECHNOLOGY & ENGINEERING -- Engineering (General); Automobile industry and trade; Automobiles -- Marketing; BUSINESS & ECONOMICS / Marketing / General; Electronic books; Electronic books
• Languages: English
• ISBNs: 9780749469306; 0749469307
• Related ISBNs: 9780749469290; 0749469293
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.